Under Armour drops pursuit of Steph Curry-related trademark filings

Shoe and apparel company Under Armour has decided to let go of trademark filings it made last year in relation to marketing of endorser Steph Curry.

In the last two weeks, U.S Patent and Trademark Office records show, Under Armour abandoned its quest to trademark phrases, including "The League's Most Unguardable Player," "The Game's New Creative Genius," and "Fall Back."

In March, the company decided not to move forward with its trademark filing for "Baby Faced Assassin."

"As part of our normal trademark review process, we made the business decision to move forward in a different branding direction with regards to Stephen," Under Armour spokesperson Danielle Daly told ESPN.com.

Under Armour still holds the trademark to its "SC30" logo it made for Curry, of which it has been the registered owner since November 2015, and is still pursuing to trademark the phrase "Charged by Belief," which was used in the marketing of the Curry One, his first signature shoe which came out last year.

Curry's rise in marketability has boosted his business with the brand. A source with knowledge of the business said that Curry will generate about $200 million for Under Armour for the 2015-16 basketball season.